Lander Academy: Brian Massey's Unexpected Formulas

Website Formulasof the Conversion Scientist™

Brian MasseyConversion Sciences, LLC

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Unexpected

Expect the Unexpected

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What You Will Learn

18 concepts that will shake the very foundations of your idea of a website

18 ways to make your website more successful

18 ways to piss off your competitors

@bmassey

Conversion ScientistFounder of Conversion SciencesConsultantNational SpeakerAuthor Your Customer Creation EquationLabwear Fashion Model

@bmassey

Don’t Think. Know.Training

Conversion Catalyst ConsultingPPC Landing Page Optimization

Video that ConvertsAnalytics

Visitor PersonasFeared by Competitors Across the Internet

@bmassey

Please Put On Your Safety Goggles

Your opinion doesn’t matter.

http://www.sxc.hu/profile/silegl69

1

Boosted Sales by 30%

Your visitors don’t care about your company or your products.2

http://www.flickr.com/photos/proimos/

Don’t “We” “We” all over yourself.

http://www.sxc.hu/profile/TWS

Now through a single, unified user interface, design, order, provision and control cloud services with the ability to modify decisions as

needed to ensure the satisfaction of your IT goals. This is the new IT.

Your visitors will tell you exactly what to do.3

Start Your Conversion Lab

www.MyConversionLab.com

Conversion is about more than landing pages, buttons, forms, and shopping carts.4

Every click is a promise that you must keep.5

http://www.flickr.com/photos/marksetchell/

Every change is an experiment.6

Every change is an experiment.6

Specifics are the hallmark of conversion.7

24%More leads

Avoid Business Porn.8

Who are we really talking to?

Get Creative with Images

Market research is a collection of hypotheses, not answers.9

http://www.sxc.hu/profile/Gastonmag

10Don’t send your store-bought traffic to social networks.

11The most important part of a design is the dollars it generates.

http://www.sxc.hu/profile/gravityx9

12Store the attention you’ve paid for and use it again and again.

http://www.sxc.hu/profile/Marzie

http://www.sxc.hu/profile/Marzie

Customer BatteriesSubscriber BatteriesSocial BatteriesMobile Batteries

13The most valuable use of a blog is as a content source.

Create a Blogcano

14Start at the end when designing your landing pages.

50% Off US Dollar Bills from the Leader in Dollar Resales

50% Off US Dollar Bills from the Leader in Dollar Resales

Enter Your Credit Card Number

Your Name

Your Address

Your Security Code

The Expiration Date

15Sometimes it’s okay—even preferable—if visitors abandon you.

http://www.flickr.com/photos/ironrodart/4265327611/sizes/o/in/photostream/

Good Abandon vs. Bad Abandon

Shipping and handling costs were too high.

BAD

Forrester Research, May 2010, Understanding Shopping Cart Abandonment

The shopper wasn’t ready to purchase the product

GOOD

Forrester Research, May 2010, Understanding Shopping Cart Abandonment

The shopper wanted to compare prices on other sites.

GOOD

Forrester Research, May 2010, Understanding Shopping Cart Abandonment

Product price was higher than the shopper was willing to pay.

BAD

Forrester Research, May 2010, Understanding Shopping Cart Abandonment

The shopper just wanted to save products in his cart for later consideration.

GOOD

Forrester Research, May 2010, Understanding Shopping Cart Abandonment

Retargeting and Remarketing

16Email is the biggest social network on the planet—bigger and more effective even than Facebook.

Reply to All

17

The job of your home page is to get people off of your home page.

18You will find your own surprises as you continue on this journey.

http://www.sxc.hu/profile/mokra

www.CustomerCreationEquation.com

Learn how to apply• Your Conversion Lab• Marketing Batteries• Visitor Tripwires• Blogs that Erupt• Backwards Landing Pages• Checkout Cholesterol• Social Homing Beacons